BUSINESS REPORT: Shaw begins rebranding its mobile network

Optimism continues to grow for the possibility of a fourth viable wireless carrier in the Canadian market as Shaw Communications, parent company of what was formerly Wind Mobile – who it bought in a $1.6-billion deal back in March – begins a rebranding strategy today.

First up is the name change from Wind Mobile to Freedom Mobile, and with that, the announcement of network upgrades in the major cities of Toronto and Vancouver.

Part of the reason for the name change was licensing fees to the previous owner, and allows the company to start fresh.

The fourth mobile network now has more than one million subscribers after adding 40,000 in its fourth quarter that ended in August.

The next phase is network upgrades to get on par with other incumbents and to get to a place where they’ll feel comfortable selling services under the Shaw Communications name.